【摘要】 使用2021年2月至4月淘宝店铺直播的大样本数据集,通过构建基于电商直播中主播、用户、店铺信息的"输出—输入—结果"模型,对电商直播中主播活跃度如何影响用户购买感知,进而如何影响商家经营收益进行研究。结果显示:主播活跃度能够正向影响店铺的经营收益和用户感知,用户感知能够正向影响经营收益,用户感知在主播活跃度与经营收益的正相关关系中呈现完全中介关系。对主播身份异质性进行研究,发现机构主播过于活跃的直播行为不利于增强用户感知。更多还原

【Abstract】 Used in February 2021 to April, Taobao shop live large sample data sets, by building the input-output-results model based on e-commerce live in the host, user, store information, the paper studied anchor activity in the live how to affect the user purchase of perception, and how it affects businesses operation income. The results show that: anchor activity can positively affect store operation income and user perception, user perception can positively affect operation income, user perception in the positive correlation between anchor activity and operation income present a complete intermediary relationship. Researching on the identity heterogeneity of anchor, it is found that the excessively active live broadcast behavior of anchor in institutions is not conducive to enhancing user perception.更多还原